Almahttp://www.adweek.com/taxonomy/term/21790/all
enSprint Turned a Wrecked Car Into a Mangled Emoji for This 'Don't Text and Drive' Sculpturehttp://www.adweek.com/adfreak/sprint-turned-wrecked-car-mangled-emoji-dont-text-and-drive-sculpture-171219
Tim Nudd<img src="http://www.adweek.com/files/imagecache/node-detail/the-last-emoji-ep-2016.jpg"> <p>
April was Distracted Driving Awareness month, and Sprint saved one of the most eye-catching PSA for last&mdash;unveiling the sculpture above in downtown Miami last Friday.</p>
<p>
Titled &quot;The Last Emoji,&quot; it was made by ad agency Alma from a junkyard wreck and warns Miami drivers of the dangers of texting and driving.</p>
<p>
According to Alma, Florida is one of the only states that doesn&#39;t list texting while driving as a primary offense, so Magnacom Worldwide secured a prime location at 1200 Brickell Avenue in downtown Miami to reach commuters.</p>
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<p>
Floridians are being asked to share the &quot;DN&#39;T TXT &amp; DRIVE&quot; message to posting a picture or selfie with the sculpture using the hashtag #SprintDriveSafe.</p>
<p>
Check out a behind-the-scenes video below.&nbsp;</p>
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Advertising & BrandingAlmaOut Of HomeRoad SafetySprintTextingCreativeAgencyTue, 03 May 2016 19:09:39 +0000171219 at http://www.adweek.comAgency Copywriter Finally Stops Defending Kanye West, Creates #HelpKenyaNotKanyehttp://www.adweek.com/adfreak/agency-copywriter-finally-stops-defending-kanye-west-creates-helpkenyanotkanye-169813
Patrick Coffee<img src="http://www.adweek.com/files/imagecache/node-detail/blogs/kenya-kanye-final-hed-2016.jpg"> <p>
Kanye West and Donald Trump are two very different people who have dominated the media this month.</p>
<p>
The terrible twosome do, however, share several significant traits, including an uncanny knack for attracting haters, the power to drive entire news cycles with a single tweet, and a proven ability to <a href="http://www.adweek.com/agencyspy/barrettsf-unites-pieces-of-shit-in-support-of-trump/102264" target="_blank">inspire stunts from ad industry creatives.</a></p>
<p>
In case you missed it, Kanye went on a wild Twitter rant about a week ago in which he said he was $53 million in debt and asked friends and fans to donate money for his personal creative endeavors rather than, say, helping to build a school for impoverished communities on the African sub-continent.</p>
<blockquote class="twitter-tweet" data-lang="en">
<p dir="ltr" lang="en">
you&#39;d rather open up one school in Africa like you really helped the country&hellip;</p>
&mdash; KANYE WEST (@kanyewest) <a href="https://twitter.com/kanyewest/status/699108449561526272">February 15, 2016</a></blockquote>
<script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script><p>
Gabriel Ferrer is a senior copywriter at Alma, the Miami-based multicultural wing of Omnicom&#39;s DDB network. He&#39;s also a lifelong Kanye West fan. But this particular freakout was the final straw, so Ferrer created the <a href="http://helpkenyanotkanye.com/" target="_blank">#HelpKenyaNotKanye</a> project, a scrolling site that encourages fans to donate their money to more worthy causes and links out to related charities.</p>
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<p>
&quot;I&#39;ve always been a huge Kanye fan,&quot; Ferrer tells AdFreak, &quot;But because he frequently makes a fool of himself, people are like, &#39;How can you defend this guy?&#39; Everybody started texting and tweeting at me when he went on this latest rant and expecting a response, so instead of defending him, I figured I would shift the conversation in a positive way.&quot;&nbsp;</p>
<p>
After watching a Late Show with Stephen Colbert segment in which Kanye discussed the African schools tweet, Ferrer woke up with the idea for the site and had it live before leaving to teach his evening class at Miami Ad School. &quot;I tell my students that when you have an idea, you have to just make it happen,&quot; he says.&nbsp;</p>
<p>
&quot;My concept,&quot; he adds, &quot;was to equate the value of things Kanye is selling to exactly what you can get for that total in Africa.&quot; For example, you could buy a set of books for an entire school rather than scoring a pair of West&#39;s $200 Yeezy Adidas boots (and that&#39;s not even springing for the ankle boots, which go for more than $600).</p>
<p>
&quot;Technically, I don&#39;t want all the help to go to Kenya,&quot; Ferrer says. &quot;But it works with the pun.&quot; The copywriter and his wife, who is an art director at Crispin Porter + Bogusky in Miami, also had a working knowledge of Kenya after planning to vacation there last year.</p>
<p>
Though he has worked on PSA campaigns for various clients like Tobacco-Free Florida throughout his more than five-year advertising career, Ferrer tells AdFreak: &quot;Of all the things I&#39;ve done, this has gotten the best reponse ... and it&#39;s something I did in my living room with no money. Twenty percent of people who responded said they donated. Most just tell me that it&#39;s funny, and a small percentage are saying, Don&#39;t twist this, you&#39;re just piggybacking for your cause.&quot;&nbsp;</p>
<p>
Ferrer&#39;s one regret is his inability to track how many total donations his project has inspired because each link redirects to a third-party address.&nbsp;</p>
<p>
Asked whether he might have some personal guidance for Kanye given the press his Kenya efforts have received, Ferrer said: &quot;From a certain point, I understand that he may want to do things he can&#39;t even afford yet. But you have to live within your means, especially when you&#39;re a father of two.&nbsp;I&#39;m not too worried about him financially, but I would suggest that he maybe think things through a little bit.&quot;</p>
<p>
West will probably never come across Ferrer&#39;s advice, but two days after launching the tweetstorm that inspired this project, he did admit his own ego has always been his <a href="https://twitter.com/kanyewest/status/700033728945389568" target="_blank">&quot;No. 1 enemy.&quot;</a></p>
<p>
Maybe the man with the biggest head in pop music will listen to reason after all.</p>
Advertising & BrandingAlmaDdbGabriel FerrerKanye WestCreativeTue, 23 Feb 2016 18:41:55 +0000169813 at http://www.adweek.comGlad's Billboard Made of Oranges Is Honored Among the Year's Freshest Advertisinghttp://www.adweek.com/news/advertising-branding/glads-billboard-made-oranges-honored-among-years-freshest-advertising-168157
David Griner<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/oranges-billboard-hed-2015.jpg"> <p>
BERLIN, Germany&mdash;Not many U.S. ad campaigns were big winners Monday at the Epica Awards judging, and two that did score golds came from a surprising category.</p>
<p>
Packaging wrap competitors Ziploc (owned by S.C. Johnson) and Glad Cling Wrap (owned by Clorox) both claimed gold at the award show, judged by a jury of international journlists who cover advertising. (Disclosure: I am an Epica judge this year, but the rules prohibit me from voting for U.S. campaigns.)&nbsp;</p>
<p>
Epica draws entries largely from European agencies, but a number of U.S. campaigns made the judges&#39; shortlist. In the categories judged on Monday, only two U.S. efforts won:</p>
<p>
<strong>Glad Cling Wrap and Alma: Fresh vs. Rotten Billboard</strong><br />
Epica Award: Gold<br />
Category: Household Maintenance (Outdoor)</p>
<p>
This outdoor board, made from 680 orange slices, didn&#39;t make much sense when first posted by Glad&#39;s Miami-based agency, DDB-owned Alma. But some slices were wrapped in Cling Wrap, and as the other slices rotted, the message &quot;Fresh Longer&quot; became visibile.</p>
<p>
You can see the case study here:<br />
<br />
<iframe allowfullscreen="" frameborder="0" height="367" src="https://www.youtube.com/embed/090afIfeyoU?rel=0" width="652"></iframe><br />
<br />
Energy BBDO&#39;s work for Ziploc was also honored. And while three spots in the following campaign scored highly in judging, one of them rose above the others to win gold:</p>
<p>
<strong>Ziploc and Energy BBDO: Little Beasts (&quot;Late for School&quot;)</strong><br />
Epica Award: Gold<br />
Category: Household Maintenance (Film)<br />
<br />
<iframe allowfullscreen="" frameborder="0" height="367" src="https://www.youtube.com/embed/KD2ogB7jkIk?rel=0" width="652"></iframe><br />
<br />
In case you&#39;re curious, here are some of the other spots in the campaign:<br />
<br />
<iframe allowfullscreen="" frameborder="0" height="367" src="https://www.youtube.com/embed/JSlcNRD4ycQ?rel=0" width="652"></iframe></p>
<p>
<iframe allowfullscreen="" frameborder="0" height="367" src="https://www.youtube.com/embed/5y3IBMGtVug?rel=0" width="652"></iframe></p>
<p>
<iframe allowfullscreen="" frameborder="0" height="367" src="https://www.youtube.com/embed/y1lG8Nackqo" width="652"></iframe></p>
<p>
<iframe allowfullscreen="" frameborder="0" height="367" src="https://www.youtube.com/embed/ubwdZTtyvp8" width="652"></iframe><br />
<br />
The only other U.S. effort to win a gold on Monday at Epica was:</p>
<p>
<strong>Personal Music and Alma: Street Music Library</strong><br />
Epica Award: Gold<br />
Category: Professional Products &amp; Services<br />
<br />
<iframe allowfullscreen="" frameborder="0" height="367" src="https://www.youtube.com/embed/HXbdXfoHdL4?rel=0" width="652"></iframe></p>
Advertising & BrandingAlmaAnimalsEnergy BbdoEpica AwardsGladOut of HomeOutdoorZiplocMon, 16 Nov 2015 18:23:04 +0000168157 at http://www.adweek.comMcDonald's the Musical Is Finally Here, and Leslie Grace Is Lovin' Ithttp://www.adweek.com/adfreak/mcdonalds-musical-finally-here-and-leslie-grace-lovin-it-165927
Tim Nudd<img src="http://www.adweek.com/files/imagecache/node-detail/blogs/leslie-grace-hed-2015.png"> <p>
If you ever wanted to see a musical set in a McDonald&#39;s, your ship has come in.</p>
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<p>
McDonald&#39;s lead Hispanic agency, Alma in Miami, on Thursday night will roll out &quot;A Little Lovin&#39;,&quot; a three-minute bachata musical starring the 20-year-old Dominican-American singer Leslie Grace. At the beginning, she is seen sitting in McDonald&#39;s with a case of writer&#39;s block, but a McDonald&#39;s employee (played by Daniel &quot;Cloud&quot; Campos, who also was the director and choreographer) soon inspires her to find &quot;A Little Lovin&#39; &quot; all around.</p>
<p>
As musicals do, it gets wildly and ridiculously energetic from there. The spot will premiere during Thursday&#39;s broadcast of Premios Juventud on Univision.<br />
<br />
<iframe allowfullscreen="" frameborder="0" height="367" src="https://www.youtube.com/embed/videoseries?list=PLKkYatWHDPasRAQvahdIaK53Lrm0SHSfP" width="652"></iframe><br />
<br />
Sony Music Entertainment repurposed Grace&#39;s &quot;Solita Me Voy&quot; song for the spot. &quot;About a year ago, Leslie was warming up for an interview and reminiscing about her happy childhood and going to McDonald&#39;s with her dad, which was down the street from her mom&#39;s salon,&quot; said Luis Miguel Messianu, president and chief creative officer at Alma DDB. &quot;She didn&#39;t know she was being recorded, but my friend from Sony shared the sound bite with me and we&#39;ve been working on an idea for her to partner with McDonald&#39;s ever since.&quot;</p>
<p>
<strong>CREDITS</strong><br />
Talent<br />
Leslie Grace: As Herself<br />
Danny: Daniel Cloud<br />
Dad: Cris Judd<br />
Daughter: Tatiana McQuay</p>
<p>
Film Crew<br />
Director: Daniel Cloud<br />
Executive Producer: Danielle Hinde<br />
Producer: Courtney Davies<br />
Production Supervisor: Rose Krane<br />
Assistant Production Supervisor: Josh Reed</p>
<p>
McDonald&#39;s Marketing Team<br />
Vice President, Brand, Marketing Content: Joel Yashinksy<br />
Director of Hispanic Consumer Marketing: Patricia Diaz<br />
Manager of U.S. Social Engagement: Jenina Nunez</p>
<p>
Alma Agency<br />
President, Chief Creative Officer: Luis Miguel Messianu<br />
Vice President, Executive Creative Director: Alvar Sunol<br />
Creative Director: Iu La Lueta<br />
Associate Creative Director, Art Director: Beatriz Torres-Marin<br />
Senior Art Director: Luis Aguilera<br />
Art Director: Andres Schiling<br />
Director of Production: Adrian Castagna<br />
Producer: Diana De La Parra<br />
Account Director: Karen Udler<br />
Account Supervisor: Cristina Lage<br />
Senior Strategic Planner: Tamara Sotelo</p>
<p>
Sony Music Entertainment U.S. Latin<br />
Senior Director, Business Development: Melissa Exposito<br />
Business Development Analyst: Isabelle Duran<br />
Manager: Jose Behar<br />
Management: Lorena Fusilier, Larissa Leal<br />
Road Manager: Francisco Martinez</p>
Advertising & BrandingFood & BeverageHispanicAlmaMcDonald'sCreativeAgencyThu, 16 Jul 2015 17:49:29 +0000165927 at http://www.adweek.comMcDonald's World Cup Ad Puts a Fun Family Spin on the U.S.-Mexico Rivalryhttp://www.adweek.com/adfreak/mcdonalds-world-cup-ad-puts-fun-family-spin-us-mexico-rivalry-158255
Tim Nudd<img src="http://www.adweek.com/files/imagecache/node-detail/blogs/mcdonalds-usa-mexico-hed-2014.jpg"> <p>
You can always count on McDonald&#39;s for more modest World Cup advertising&mdash;simple stories about family and friends, not flashy spots with overpaid stars. Some of it can be hokey, though sometimes it captures little truths that are quietly sweet and evocative.</p>
<p>
This spot from multicultural agency Alma zeroes in on a great cultural insight in the Mexican-American community: what happens when a father and his friends still unequivocally support Mexico, while the son, as secretly as he can, roots for the U.S.</p>
<p>
The ad was directed by Diego Luna, still perhaps best known as Gael Garc&iacute;a Bernal&#39;s co-star in 2001&#39;s Y Tu Mam&aacute; Tambi&eacute;n. The humor is broad, and the acting isn&#39;t subtle, yet it&#39;s one of those ads you can&#39;t help but like. Shot in both English and Spanish, it breaks Thursday and will air in general market and Hispanic media throughout the World Cup.</p>
<p>
Credits below.<br />
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<br />
<strong>CREDITS</strong><br />
Client: McDonald&#39;s<br />
Agency: Alma<br />
Chief Creative Officer: Luis Miguel Messianu<br />
Senior Vice President, Executive Creative Director: Alvar Su&ntilde;ol<br />
Creative Director, Copywriter: Jorge Murillo<br />
Associate Creative Director, Art Director: Serge Castagna<br />
Executive Producer: Rodrigo Vargas<br />
Account Director: Marta De Aguiar<br />
Account Supervisor: Ana Silva<br />
Director: Diego Luna<br />
Production House: Canana Films<br />
Postproduction House: 2105 Editorial<br />
Editor: Alejandro Santangelo<br />
Music House: Personal Music<br />
Color Correction: Co. 3</p>
Advertising & BrandingFood & BeverageHispanicAlmaMcDonald'sWorld CupSportsCreativeAgencyWed, 11 Jun 2014 14:25:45 +0000158255 at http://www.adweek.com